LOUD has launched its first campaign for Zespri International since winning the account in December, following a seven-way pitch.
Zespri International Limited is a marketer of kiwifruit selling into more than 53 countries and managing 30 per cent of the global volume.
With clients located across six markets as well as partners across four continents, the key challenge for LOUD was to develop a powerful regional creative platform that stretches enough to focus on different Kiwi variants as well as different messages/RTBs pending country maturity and strategic focus.
Psychologists say that zest is one of the five character strengths that contribute most to a sense of life-satisfaction. Zespri fuels that ‘zest’. With 100 per cent of a person’s daily intake of Vitamin C in one tiny super fruit, Zespri Kiwifruit has the power to help people break out of their tired shell and embrace whatever life has to offer.
“Energy is the most sought-after currency in life. For a lot of people, life is full of speed humps. Halfway through the week, people run out of steam and can barely make it through to the weekend. We wanted to show people that nutrient-rich Zespri Kiwifruit gives people the energy to leave their tired, lifeless selves behind and be ready for the moment ahead of them,” said Gerry Cyron, Head of Planning and Innovation at LOUD.
The agency’s creative platform ‘Feel Alive’ became the message relevant to the various markets and utilises television, digital, social, OOH and POS.